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Open Access
Article
Publication date: 31 May 2022

Simone Aiolfi, Silvia Bellini and Benedetta Grandi

The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping…

5429

Abstract

Purpose

The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping preparation or as a tool for self-regulation.

Design/methodology/approach

Data were obtained through a single-stage mall intercept survey method using a structured questionnaire involving 406 respondents interviewed after checkout. Data analysis was conducted using a structural equation modelling approach with LISREL 8.8.

Findings

The results support most elements of the hypothesis of the proposed conceptual framework. Specifically, findings show the impact of mobile usage on shopping behaviour, which results in fewer impulse purchases.

Practical implications

The research demonstrates how shoppers using mobile devices in-store felt less of an urge to purchase during shopping, resulting in fewer unplanned purchases. The effects of mobile device use on in-store purchasing decisions are designed to create a new scenario for the practice of shopper marketing, and retailers and manufacturers will have to seek new ways to capture consumers’ attention in-store and to influence shoppers’ perceptions early in the shopping cycle without diminishing the role of in-store marketing levers.

Originality/value

Prior research found the antecedents of impulse-buying in individual characteristics, situational variables and endogenous variables. However, it did not consider mobile pre-shopping factors or mobile usage. Filling the gap in the existing literature, this work sets out to develop a comprehensive model of impulse-buying that considers the impact of mobile usage on shopping behaviour.

Details

Journal of Consumer Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 25 September 2019

Silvia Bellini and Simone Aiolfi

The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device…

2635

Abstract

Purpose

The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats.

Design/methodology/approach

Data were obtained using a structured questionnaire from 406 respondents interviewed in hypermarket and discount stores, after the checkout. Data were measured through t-tests and the analysis of variance.

Findings

The mobile intensifies a process of preparation making it popular and the same across the different store formats, confirming how the growing convergence, making store formats less distinctive in the eyes of the consumer, has somewhat flattened and standardized the pre-shopping out-of-store preparation.

Practical implications

The pervasiveness and the versatility of the mobile, and its ability to influence the decision-making processes, leads to important managerial questions and implications regarding the effectiveness of in-store marketing initiatives and the need to review the mix of out-of-store and in-store investments, with the knowledge that the consumer will continue to become even more prepared and well informed in the future.

Originality/value

Mobile devices could be used out-of-store, as a tool for shopping preparation, and in-store as a tool for self-regulation. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the buying behavior of shoppers.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 5 March 2020

Benedetta Grandi, Maria Grazia Cardinali and Silvia Bellini

The wide literature about healthy behaviours posits that a high level of self-control is required in order to make healthy choices. This work intends to demonstrate that…

Abstract

Purpose

The wide literature about healthy behaviours posits that a high level of self-control is required in order to make healthy choices. This work intends to demonstrate that retailers, through the management of in-store marketing levers, can influence shopping behaviour, no matter which is the individual tendency to engage in cognitive behaviours. For this specific purpose, we have considered participants' “Need for Cognition” as a proxy of self-control.

Design/methodology/approach

With reference to a specific category (cookies), we created a new display based on benefits (healthy eating) rather than products' attributes. A pre-test was conducted before the main experiment in order to assess the potential ability of the new nutritional display to help customers selecting healthier products, by testing participants' awareness and comprehension of the stimuli proposed. Then, an online between-subjects experiment was conducted by simulating the shoppers' expedition in the cookies' aisle inside a store with the aim to demonstrate that healthy choices can be also made on impulse.

Findings

Our findings showed that when both communication and visual cues are provided, people low in need for cognition (NFC) are more willing to select healthy products from the shelf, compared with people high in NFC.

Originality/value

While there is a wide literature explaining the mechanisms supporting healthy choices, fewer are the contributions about the role of retailers in promoting healthy eating through in-store marketing levers. More important, there is no contribution about how to promote health among people with low level of self-control.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 17 September 2019

Benedetta Grandi, Maria Grazia Cardinali and Silvia Bellini

The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication stimuli…

Abstract

Purpose

The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication stimuli on people with different levels of self-control (NFC used as a proxy). Specifically, the authors posit that easy-to-process and intuitive nutritional information can lead to a substantial change in the shopping behaviour. Furthermore, this work wants to test the effect on behaviours, emotions and judgements of two different communication signs (stars and silhouettes) in the promotion of healthy food products inside grocery stores.

Design/methodology/approach

After the development of a new nutritional display, the authors identified two different communication stimuli (stars and silhouettes) in order to test their impact on emotions evoked, judgements and behaviours. First, a pre-test was conducted using neuro-marketing tools (Face Reader) to detect the emotions aroused by the communications and then a main online between-subjects experiment involving 222 participants was carried out to understand the impact on choices and attitudes. Data were analysed using SPSS.

Findings

Results showed that communication plays a key role in helping customers choosing healthier products. Concerning the different communication stimuli, the authors found a significant difference in the emotion evoked by the different signs used. This difference translates into a judgemental change but not necessarily into a behavioural one.

Originality/value

To the authors’ knowledge, previous researchers have focused their attention only on the nutritional values communicated at a product level through different product labels, while nobody has tried to implement and test a category/segment level communication strategy.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 14 May 2021

Simone Aiolfi, Silvia Bellini and Davide Pellegrini

The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the…

22934

Abstract

Purpose

The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.

Design/methodology/approach

The authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.

Findings

OBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.

Originality/value

Prior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Book part
Publication date: 30 November 2020

Emilio Bellini and Silvia Castellazzi

This chapter explores the role of individual cognitive abilities in the radical innovation of business models and their value proposition. The focus on a specific cognitive…

Abstract

This chapter explores the role of individual cognitive abilities in the radical innovation of business models and their value proposition. The focus on a specific cognitive construct – metacognition – contributes to understanding the specificities of “criticism,” an approach relevant to addressing the challenges of the radical innovation of value drivers. Based on empirical data, this exploratory research identifies the characteristic elements of criticism from a metacognition perspective, pinpointing the key moments and attitudes of innovators, i.e., cognition of own cognition. The analysis of the findings shows that successful innovators are able to leverage the perception and control of own cognition to more effectively develop and negotiate the radical innovation of the business model in their organization, going beyond the dichotomy between rational and affective mental states. This chapter concludes with a discussion and future research outlook.

Details

Business Models and Cognition
Type: Book
ISBN: 978-1-83982-063-2

Keywords

Content available
Book part
Publication date: 30 November 2020

Abstract

Details

Business Models and Cognition
Type: Book
ISBN: 978-1-83982-063-2

Open Access
Article
Publication date: 10 April 2023

Sílvia Cavalinhos, Maria de Fátima Salgueiro and Susana Henriques Marques

The tendency shows that more customers will bring and use their mobile devices in-store. This study proposes a further analysis of the complementary role of the mobile device in…

1607

Abstract

Purpose

The tendency shows that more customers will bring and use their mobile devices in-store. This study proposes a further analysis of the complementary role of the mobile device in an in-store purchase providing a characterisation of those customers and analyses their usage preferences and behaviour intentions, presenting new insights concerning gender and generation preferences.

Design/methodology/approach

Quantitative research with customers of electronic stores was conducted based on a questionnaire applied at the store’s exit. To assess the differences between genders and among generations were used the parametric T-Test and one-way ANOVA.

Findings

The results demonstrate divergencies between generations when using mobile devices. In addition, they indicate that males have more intention to manage shopping tasks efficiently and consequently are less affected by in-store marketing stimuli and less predisposed to impulse purchases.

Research limitations/implications

Although real customers participated, a convenience sample was used. The results should be compared with research on other retailer types. The customer shopping motivations and the types of mobile device usage should be further investigated since they can change the experience and the retailer’s outcomes.

Practical implications

Contributing to related specific research areas such as shopping behaviour and technology in retail settings by showing the usage preferences, the study also provides information for retailers, especially those needing to approach the Gen Z customers, improving the development of strategies.

Originality/value

This research explores further the complementary role of the mobile device in an in-store purchase. By conducting the study in a new setting, it brings new insight into a less explored, yet important sector.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 13
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 9 March 2021

Silvia Sanasi, Daniel Trabucchi, Elena Pellizzoni and Tommaso Buganza

Innovation dynamics have been the object of study of several researchers, focusing in particular on technological innovation and the emergence of a dominant design. However, these…

2300

Abstract

Purpose

Innovation dynamics have been the object of study of several researchers, focusing in particular on technological innovation and the emergence of a dominant design. However, these models have been challenged by how the pervasiveness of digital technologies is speeding up the pace at which innovation evolves. On the other hand, a growing body of literature in innovation management has started underlining the relevance of new product and service meanings as a source of innovation.

Design/methodology/approach

This research aims to study the different innovation dynamics within an industry, investigating not only how companies react to fast-changing functional advancements but rather how their behavior changes as shifts in meaning occur. To properly assess the phenomenon, this longitudinal study analyzes the social media industry, strongly subjected to continuous functional advancements, through a deep dive in the 160 innovations introduced between 2003 and 2017 by the eight leading players in the industry.

Findings

Our results illustrate the co-existence of different approaches to innovation within an industry and hint that consequent and fast cycles of innovation in both functionalities and meanings discourage the emergence of a dominant design.

Practical implications

Our results help managers and innovators acknowledge the possibility to leverage not just on the technological dimension of innovation but also the reason why people use a given product or service, innovating its meaning. Furthermore, our results recognize the co-existence of different innovation streams upon which innovators can act.

Originality/value

This research contributes to the extant literature in innovation management, extending the classical models of innovation dynamics by including the evolution of innovations of meaning in relation to technological innovation.

Details

European Journal of Innovation Management, vol. 25 no. 6
Type: Research Article
ISSN: 1460-1060

Keywords

Open Access
Article
Publication date: 13 May 2020

Angelo Cavallo, Silvia Sanasi, Antonio Ghezzi and Andrea Rangone

This paper aims to examine how competitive intelligence (CI) relates to the strategy formulation process of firms.

12954

Abstract

Purpose

This paper aims to examine how competitive intelligence (CI) relates to the strategy formulation process of firms.

Design/methodology/approach

Due to the novelty of the phenomenon and to the depth of the investigation required to grasp the mechanisms and logics of CI, a multiple case study has been performed related to four companies located in Brazil that adopted CI practices within dedicated business units to inform and support strategic decision-making.

Findings

The authors provide detailed empirical evidence on the connection and use of CI practices throughout each stage of the strategy formulation process. Moreover, the study suggests that CI practices, despite their strategic relevance and diffusion, are still extensively adopted for tactical use.

Originality/value

This study sheds light on how CI practices may inform, support, and be integrated in the strategy formulation process, as few studies have done before.

Details

Competitiveness Review: An International Business Journal , vol. 31 no. 2
Type: Research Article
ISSN: 1059-5422

Keywords

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